I have worked in the Mobile Marketing world for over 5 years with Vocalize Mobile, Duda (formerly DudaMobile) and have learned a few things along the way that every small business that sells to the customer needs to know.
Mobile Marketing Works
When I first started out in digital marketing it was a confusing world and only has gotten more confusing with all the new devices and way ads are being served to the public.
Small business owners didn't know where to go to get good returns from digital advertising. They still get at least one call a day from a "so called" expert on how to get you to the top of Google. Most of the time it is money wasted due to the company working with them had no clue about their business and how to generate phone calls and page views.
Today Mobile is really a great resource for Small Business if used correctly. I have learned that the businesses that do well usually have some of the following characteristics.
Urgent needed item or service (think... Towing company, Urgent care service, Veterinarian service..etc)
The cost of the product or service is over $60.00 or more
It is a local business
The top local search categories tend to be in these broad businesses: Medical, Auto Services, Legal, Financial, Moving, Real Estate
The business is interested in getting a phone call
Some categories that do exceptionally well from my experience working with them: Cell/Smart Phone repair, Chiropractors, Towing, Bail Bond Agents.
As the proliferation of Smart phone use increases daily all types of business are starting to catch up to idea of getting the mobile user.
A well thought out plan to use mobile usually involves - coupons, daily special or deal, hyper local targeting to people that are within 5-10 miles that will actual come buy your product or have you come to them if they are a service company.